New kid on the block, Lego

Lego has never been just a toy. They are a cultural icon, a platform for creativity and a masterclass in brand longevity. In their latest evolution, the Lego Group refined their brand identity to reinforce their core philosophy of creativity and play while updating their design system for a more cohesive, connected, and immersive experience across products, digital platforms and marketing.

Partnering with global branding consultancy Interbrand, Lego introduced a refreshed design system that unified their brand expression, ensuring that the joy of building and discovery was visually represented across all touchpoints.

For over 90 years, Lego mastered the art of reinvention, staying at the forefront of play and creativity. Whether through their original franchises or collaborations with Disney, Lucasfilm, Warner Brothers and Epic Games, Lego continuously expanded their universe, offering something for every kind of builder. From kids discovering their first bricks to adults recreating pop culture icons.

The Lego Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, their name derived from the two Danish words LEg GOdt, meaning Play Well. Today, the Lego Group remains a family-owned company headquartered in Billund with their products are now sold in more than 130 countries worldwide. With the global rollout of their new brand system, Lego created a more unified experience across physical sets, digital platforms and brand storytelling to ensure that no matter where or how people engaged with Lego the magic of creativity remained front and center.

The Lego Group’s incredible success presented a unique challenge, how do you evolve an already iconic brand without losing the magic that made it great? As Lego expanded from physical bricks to digital experiences, theme parks, video games, and cinematic universes, maintaining a consistent and recognizable brand identity became more important than ever.

Visual Identity

For decades the Lego logo remained an unmistakable mark of quality, creativity, and imagination but as the company grew into one of the world’s most beloved brands, they needed a more cohesive visual system, one that connected every Lego experience while reinforcing the deep emotional bond between Lego and their fans. To achieve this Lego turned to Our Lego Agency (OLA), their in-house creative and strategic agency. In partnership with Interbrand, they refined Lego’s brand DNA.

Transforming a brand as iconic as Lego required deep analysis and strategic refinement. OLA and Interbrand worked across Lego’s entire brand portfolio, assessing 23 guidelines and over 110 separate principles. This process distilled Lego’s brand philosophy into five core design principles:

Design for your audience – Keeping the user at the center, from young builders to adult fans
Build from the Lego System-in-Play – Ensuring the brand remains modular, adaptable, and interconnected
Tell stories – Emphasizing storytelling as a fundamental part of the Lego experience
Be playful and optimistic – Keeping the brand’s tone fun, engaging, and full of creativity
Keep it simple – Ensuring clarity, accessibility, and ease of use across all brand expressions

At the core of this rebrand is the Lego System-in-Play, which ensures every piece whether physical or digital connects seamlessly. The last official Lego Identity change at this level was the corporate identity rolled out in 2010.

Design System

One of the most inventive outcomes of Lego’s rebrand was the Clutch System, officially named Lego Brick Pro. Inspired by the interlocking nature of Lego bricks, this system translated the process of building Lego elements into a flexible digital font with 130 glyphs.

This means that Lego’s physical and digital experiences now follow the same logic and visual structure. The Clutch System allows designers to quickly build:

Holding shapes and graphic elements that maintain Lego’s unique aesthetic
Illustrations and UI buttons that mirror the geometry of real bricks
In-store signage and interactive displays that scale seamlessly from real-world installations to digital screens

For example, a physical button in a Lego store built from bricks can now be replicated digitally at the same ratio—creating a frictionless transition between in-store and online interactions.

As Thomas Holst Sørensen, Global Head of Design at Our Lego Agency, put it

“The Lego Group has been the master of constant reinvention for 90 years. Lego play offers the chance for discovery and invention, where you can always create something new from something familiar. Our new brand DNA reflects what is important for the Lego brand. It is a beautiful, simple, and well-constructed system that both unifies and breaks free the creative and playful expression of our brand and product experiences.”

A major milestone in Lego’s rebrand was the introduction of Lego Typewell®, their first dedicated brand typeface. Developed in collaboration with Colophon, this typeface was inspired by historical type from the Lego company archive, blended with the geometric precision of Lego bricks. More than just a font, Lego Typewell® ensured brand consistency across all physical products and digital platforms, adapting seamlessly across 120 languages worldwide.

Motion Design

To bring more energy and expression into Lego’s brand language, OLA and Interbrand developed Action Graphics, a set of visual elements that convey drama, motion and excitement using Lego bricks instead of words. Made from 58 unique Lego bricks, these graphics functioned like comic book sound effects, reinforcing the joy and emotion of play.

Even motion design within Lego’s brand followed a structured, Lego-inspired system. OLA and Interbrand studied how people played with Legos, how they built, separated, dropped and even made mistakes and translated these behaviors into branded motion principles. Whether it was an animation in a Lego app or a transition in a digital ad, these motion principles ensured everything moved with the same playful logic that defined Lego itself.

This sentiment was echoed by Oliver Maltby, Executive Creative Director at Interbrand:

“The Lego Group’s archives were a treasure trove of elements that contributed to crafting the final solution – a mix of storytelling pieces that we used to build out a full Lego set just as iconic and timeless as the brick itself. The playfulness of the new identity reinforces the vision of the Lego brand as a global force for learning through play.”

A Brand That Built for the Future

By honoring their heritage while embracing a future-forward design approach, Lego’s evolved identity strengthens their global recognition and ensures that every physical and digital experience feels connected, intuitive and unmistakably Lego.